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Once, not that long ago, televisions were beloved devices that brought families together for regular rituals of laughter, drama, and storytelling. But today, as we settle in for a night of streaming on our sleek smart TVs, that warmth feels increasingly distant. These modern monstrosities offer endless options and voice-activated convenience, but this comes at a steep price. While we put our feet up and enjoy our favorite shows, we’re also inviting a level of surveillance into our homes that would have been unthinkable a few decades ago.

According to a new report by the Center for Digital Democracy, smart TVs have become yet another cog in a massive, data-driven machine. Specifically, this machine is an ecosystem that harvests viewer data with military-like precision, prioritizing profits over privacy, individual autonomy, and, arguably, our collective well-being.

Big Brother isn’t just in your living room — he knows what you’re watching, what you’re thinking, what you’re buying, and even where you’re going.

A Trojan horse in disguise

As the report details, these devices function as sophisticated surveillance tools, tracking viewers’ every move across platforms. From Tubi to Netflix to Disney+, streaming services rely heavily on various data collection mechanisms to fuel a relentless advertising engine. These companies boast about their ability to collect “billions of rows of data” on their viewers, using machine learning algorithms to personalize the entire experience — from what shows are recommended to the ads viewers are served.

Tools like Automatic Content Recognition — built into TVs by companies such as LG, Samsung, and Roku — track and analyze everything you watch. ACR collects data frame by frame, creating detailed viewer profiles that are then used for targeted advertising. These profiles can include information about the devices in your home and the content you purchase, all feeding into a continuous feedback loop for advertisers. The more you watch, the more the system learns about you — and the greater its ability to shape your choices. The “non-skippable” ads, personalized to reflect intimate knowledge about viewers’ behaviors and vulnerabilities, are particularly disturbing. They are engineered to be as compelling and intrusive as possible.

Smart TVs are living up to their names. They know everything about you. And I mean absolutely everything.

Data-driven manipulation

The streaming industry has rapidly grown into one of the most lucrative advertising sectors, with streaming platforms like Disney+, Netflix, and Amazon Prime attracting billions in ad revenue. As the report warns, these platforms now use advanced generative AI and machine learning to produce thousands of hyper-targeted ads in seconds — ads for Mom, ads for Dad, and ads for the little ones. By employing tools like identity graphs, which compile data from across an individual’s digital footprint, streaming services can track and target viewers on their televisions and throughout their entire digital lives. That’s right. Smart TVs seamlessly interact with other smart devices, basically “talking” to each other and sharing valuable gossip.

This data collection goes far beyond tracking viewing habits. The report reveals that companies like Experian and TransUnion have developed identifiers that encompass deeply personal details, such as health information, financial status, and political views. Who will you vote for in November? You already know — and so does your TV.

Crooked capitalism

At its core, capitalism has been a driving force of innovation, progress, and prosperity. Its brilliance lies in its ability to harness human creativity and ambition, rewarding those who bring value to the market. In its purest form, capitalism is entirely meritocratic. Capitalism has lifted millions out of poverty through competition and the pursuit of profit. Capitalism helped make America the greatest nation known to man.

However, we see today a gross distortion of capitalism’s core principles. Surveillance capitalism has taken the place of pure capitalism. Instead of fostering innovation, this monstrous model feeds off personal data, often without our knowledge or consent. It preys particularly on vulnerable groups like children, exploiting their behaviors and emotions to turn a profit. The same system that once championed freedom now thrives on violating privacy, reducing human experiences to commodities.

Smart TVs and surveillance capitalism go hand in hand.

This raises an urgent question: What can we do about it? While it’s tempting to grab a sledgehammer and smash your nosy device into a million pieces, more practical solutions exist.

Start by diving into your TV’s settings and disabling data tracking features such as ACR. You can also refuse to sign up for accounts or services that require extensive data sharing. For those willing to pay a bit more, opting for ad-free services can limit the data collected on your viewing habits, though it’s not a foolproof solution.

Additionally, advocating for stronger regulations on data privacy and transparency in advertising technologies is crucial. As consumers, we need to push policymakers to implement stricter laws that hold companies accountable for the data they collect and how they use it. Organizations like the Center for Digital Democracy, which authored this important report, are already fighting for these changes. This is a matter of critical importance. Close to 80% of homes in the U.S. have a smart TV.

Big Brother isn’t just in your living room — he knows what you’re watching, what you’re thinking, what you’re buying, and even where you’re going. Not for the sledgehammer, I hope.